Yay, it’s tax season! (I hope you read that with dripping sarcasm).
So, for quite a few industries (I’m looking at you, dentists), tax season can bring business to a screeching halt. February was an awesome month and then all of a sudden, March comes along and your phone is growing cobwebs. That’s when you dust off your phone and call me. You say, “How can we get more business with Adwords?” I, in return, give you a little speech about passive advertising vs. active advertising and why this is a good time to enact the latter.
Passive advertising consists of newspaper ads, internet ads, flyers, etc. You have your brand out there (hopefully consistent) in an eye-catching advertisement with your logo, tagline, hours and some sort of call to action (“Call in the next 10 days to get 10% off” or something like that). That’s all good, but you’re still hoping to be in the right place at the right time to get noticed.
Now, before I go any further, passive advertising is important! I’m not suggesting you dump this. You also need a good variety of passive advertising to make sure your business in a lot of places to get noticed. I’m sure you’ve heard of repetitive marketing, well it’s just that. There is value in being seen often.
However, balancing passive with active advertising can set you apart and help you reach your goals faster.
Active advertising refers to a far more personal and interactive approach. That’s when you physically take yourself out of your business and go create experiences with your business and your potential clients. If you’re a pediatric dentist, maybe this means giving talks at preschools and daycares, visiting pediatricians and giving them referral pads. If you’re a general dentist, maybe this means heading to local businesses and giving them cards for a free whitening with their exam, or maybe you have a booth at a local 5K where you’ve put something in the runners’ goody bags. If you’re a restaurant owner, maybe this means you head outside and give tastes of some of your incredible food.
You get the idea, right? Get out there. Create experiences! And of course… as soon as you’re done, go blog about it and share it to your Facebook and Twitter accounts.